Pernod Ricard has announced the launch of a new look and new recipe for its Havana Club Añejo Especial variant. The new bottles will be available across grocery, wholesale and impulse channels from 23rd February, and rrp at £20.35. ABV is unchanged at 40%.
The packaging has been reworked in an attempt to provide maximum shelf stand-out, and new design elements include a handwritten-style font and an oak barrel effect on the label.
Havana Club’s Master Rum Maker, Don Asbel Morales, commented: “The new Havana Club Añejo Especial has a distinctive flavour profile due to the unique production process we have adopted, whereby the rum bases are aged in white, young oak barrels before being blended and aged for a second time ahead of bottling.”
Adam Boita, Head of Marketing for Pernod Ricard UK, is delighted with the update. He said: “With this new recipe and premium look, we are confident that Havana Club Añejo Especial will satisfy demand from sociable young adults.”
“The new look bottle design will also help deliver a stronger product message and provide retailers with heightened visibility on shelf.”
The launch will be supported by in-store activation and a neck-collar that will provide shoppers with product information and a serving suggestion – The Cuba Libre, which is a combination of Havana Club Especial and Cola.
